Universal – Girls Trip

Universal Pictures tapped Cashmere Agency to maximize awareness around the highly-anticipated Girls Trip. We developed and executed a full-service campaign including a PR campaign, social media management, influencer outreach and experiential activations.

Our social campaign was particularly effective. By anticipating audience reactions to the film’s breakout star, Tiffany Haddish, we were able to embody her character’s voice on Twitter, Our highly engaging persona was able to organically participate in social conversations around timely cultural events.

Though our PR took a multicultural-first approach, Cashmere made sure the film’s mass appeal was made evident, positioning it as a hilarious female-driven story with universal themes. We developed a premium screening experience for key influencers in Atlanta. We orchestrated a partnership with renowned streetwear designer Melody Ehsani to create custom products for a gifting campaign.

The resulting engagement and impressions drove Girls Trip to break
box office records–bringing in over $125 million and captivating
audiences of every demographic.